Our activation of Katy Perry's California Dreams tour delivered an amazing 51% redemption for ghd.
In early 2011, ghd signed a global deal with Katy Perry to become their brand ambassador. They then turned to Slice to build a strategy to maximise the sponsorship of Katy's California Dreams world tour.
By having a deep understanding of the dynamics of live music events, and getting into the head of Katy's fanbase, we created an integrated brand activation that got an amazing 51% redemption rate.
We realised that ghd needed to act as enablers and supporters of Katy, rather than try and hijack the gigs. By understanding what her fans want, we were able to creat the 'Closer to Katy' brand activation platform to run all of our activity from.
The campaign included experiential, product demonstration and brand theatre. This was underpinned with a mobile promotion, giving fans the chance to win exclusive Katy Perry merchandise and content for their phones. We maximised the opportunity for people to enter by focusing all activity in the short period before the gig, and still managed to engage over half of the people that attended the gigs. Our first period activity was at the concerts in Australia and New Zealand, with a second wave planned for Q4 2011 in the UK.
ghd Cupcake girls engaged consumers directly
We distributed promotional lanyards with a text Call to Action
Katy's fans then took time to engage with ghd and enter the promotion
The promotion was supported by ghd stylsts and product demonstration
